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[China] A fusion of traditional and modern styles that are easy to incorporate into daily life / “New Chinese Style” fashion popular among China's Generation Z!

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New Chinese Fashion Brand “Knits” Opens First Store in Shanghai
Opens First Store in Shanghai, China

Starting around the end of 2023, “new Chinese style” fashion, which incorporates modern styles into traditional Chinese costumes, is becoming a trend among Generation Z and young people.
The fashion brand "织趣 (ZHIQU)", which opened its first nationwide store in Shanghai on December 3, 2023, quickly became a hot topic by overturning the image of Han Chinese clothing as a traditional costume and launching the concept of “incorporating Han Chinese clothing into daily life."
The new Chinese-style fashions in 织趣 are popular for being worn elegantly to work or on a date. It is also attracting attention for its selection of children's clothing as well as adult clothing. The stores are decorated with photos of coordinated outfits, and store clerks can offer advice on how to dress for everyday wear. Many of the clothes are made of polyester and can be easily washed at home, which is another reason for their popularity. The prices range from 200 to 500 yuan (about 4,000 to 10,000 yen), making them affordable. On the day of the opening, the store was flooded with orders to the point that the cash register system was on the verge of failure.
On February 9, 2024, popular actresses 刘涛, 刘诗, 李沁,关晓彤, and others appeared in the new Chinese fashion style on the Chinese national New Year's Eve program “Spring Evening,” which became a major hit.
According to data from the e-commerce site "Jingdong", purchases of new Chinese fashions have increased 215% year-on-year since the start of the Spring Evening broadcast, and the Chinese clothing category has increased 325% year-on-year. In addition, according to the “2024-2025 Chinese Hanbai Industry Status and Consumption Behavior Research Report,” approximately 50% of consumers purchase through online platforms such as "Taobao" and "Jingdong", while 39.5% purchase in physical stores.

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Popular apparel brands in China also
selling items incorporating the new Chinese style.

Purchasers of new Chinese-style fashion are 70% of the total number of people between the ages of 18 and 34. The “beauty of design” that reflects traditional Chinese culture is attracting young people seeking uniqueness.
Hanbok has long been popular as a cosplay costume, along with JK fashion (Japanese high school girls' school uniforms) and Lolita fashion. Unlike the heavy, traditional style, the new Chinese style has grown in popularity because it is easy to match with jeans and shirts, making it easy to incorporate into everyday fashion.
"MO&Co.", a popular Chinese apparel brand, will launch a “Peach Powder New Year” series incorporating the new Chinese style in the spring of 2024. Many items are made of silk.
Along with the spread of the new Chinese style fashion, there is also a trend to incorporate elements of local culture. "JNBY” incorporates Suzhou embroidery, a traditional pattern of the Miao people. "SEAN SUEN"'s fall/winter 2023 collection is inspired by the pleated skirts and beautiful primitive embroidery of the traditional costumes of the Liangshan Yi people of Sichuan.

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Translated with AI Translator


This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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  • Mar 25, 2024
  • 1838 Views

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